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$176,580
in revenue generated in 10 months.
4.8x
ROAS
Customer focus + inventive solutions = lasting impact
About Project
With relatable video UGC, skin quiz funnels, and full-funnel Meta ad structure.
Client Snapshot
- Industry: Skincare (D2C)
- Location: U.S. Shipping (HQ in Denver, CO)
- Hero Product: Gentle Bakuchiol Night Serum
- Goals: Build awareness in a sensitive skin niche, drive conversions, grow email base
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The Challenge
The brand had a standout clean formula but lacked reach.
Challenges included:
- Low purchase intent from cold audiences
- Ad fatigue from static brand shots
- Needed a way to scale spend without blowing up CAC
Our Strategy
We approached this in 4 structured phases, iterating fast based on learnings:
The brand had a standout clean formula but lacked reach.
Challenges included:
- Low purchase intent from cold audiences
- Ad fatigue from static brand shots
- Needed a way to scale spend without blowing up CAC
Phase 1:
Test Campaigns
π§ͺ Objective: Build trust and educate cold audiences
- Created a 3-step βFind Your Glowβ skin quiz
- Offered 15% OFF for quiz-takers to capture emails
- Top ad angles: βRetinol made you break out? Try this instead.β
- Quiz completions retargeted with DPA + before/after UGC
π Results: - 14,000 email leads at $1.83 CPL
- CTR increased 2.8X vs. previous brand ads
- Conversion rate: 9.2% from quiz funnel traffic
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Phase 2:
Giveaway for Brand Awareness
π½οΈ Objective: Build authority and repeat purchase behavior
- Partnered with 12 creators with sensitive skin stories
- UGC split between routine videos, unboxing, and before-after over 3 weeks
- Ad copy mimicked testimonials: βI stopped using actives until I found this.β
π Results:
- 6 best-performing videos generated 3.9X ROAS
- ROAS for retargeting layer peaked at 5.4X
- UGC was refreshed every 6 weeks to avoid ad fatigue
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Phase 3:
Lead Generation Campaigns
π¦ Objective: Increase AOV and stabilize spend
- Introduced 2-bottle bundles and a night/day combo kit
- Meta campaign structure: 20% Advantage+ Shopping, 80% BAU funnels
- Cold audience testing every 4 weeks: age 30β50, sensitive/acne-prone groups
- Landing pages restructured with clean testimonials + zero fluff product claims
π Results:
- AOV lifted by 23%
- Blended CAC dropped below $15
- ROAS stabilized at 4.3X with $17K/month ad spend
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Phase 4:
High-Ticket Expansion
What Made This Campaign Work
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GET ANSWERS
